Urbanew Introduces SOCIO Hotel & Branded Residences to Yenaier

May 26, 2025

Muscat, Oman – May 2025

Urbanew is proud to announce its instrumental role in the introduction of SOCIO by The Lux Collective, a boutique lifestyle hotel and branded residences concept, to the Yenaier precinct within Sultan Haitham City — one of Oman’s most ambitious urban developments to date.

As the appointed lead consultants on the project, Urbanew was responsible for delivering the complete masterplan strategy for this landmark mixed-use site. Our multidisciplinary involvement spanned from initial visioning and site positioning through to the operator search, selection, and successful signing with The Lux Collective.

The signing ceremony, officiated by His Excellency Dr. Khalfan Said Al Shuaili, Minister of Housing and Urban Planning in Oman, marked a significant milestone not only for Yenaier but for the broader Sultan Haitham City initiative — aligning with Oman Vision 2040’s goals of sustainable urban transformation and economic diversification.

Pictured: Dr Aadil Alexander, Dr Thomas Alexander, Minister of Commerce HE Qais Al Yousf, Minister of Housing HE Khalfan bin Saeed Al-Shueili, The Lux Collective Chief Development Officer – EMEA Oliviero Cassini, Al Adrak Group Chief Executive Officer Mr Riyas

Urbanew led the process from inception, curating a well-balanced amenity mix and programming strategy across the residential, hospitality, retail, and wellness components. We advised the developer, Adante Realty, on optimal use of space, market positioning, and brand fit — ultimately identifying SOCIO as the perfect operator partner to align with the urban vision and future demographic of Yenaier.

“Urbanew is honoured to lead this transformative project and to have played a central role in introducing SOCIO Hotel & Branded Residences to Yenaier,” said Martina Vitulli, Managing Director – Hotels, Resorts & Branded Residences at Urbanew. “Our goal was to create a masterplan that wasn’t just about infrastructure, but about lifestyle — integrating hospitality, community, and culture into one compelling destination.”

Pictured: Martina Vitulli - MD Hotels, Resorts & Branded Residences with Chakyl Camal, CEO from Urbanew

This milestone positions Yenaier as the first site within Sultan Haitham City to introduce a hotel and branded residences, setting a benchmark for future developments across the new city. It also reflects Urbanew’s broader commitment to shaping human-centred, financially resilient destinations across the region.

Urbanew’s work on this project is a testament to our end-to-end capabilities in urban strategy, masterplanning, operator engagement, and development advisory. We continue to work closely with public and private stakeholders to ensure the successful realisation of this new urban hub.

For more on our projects and services, visit www.urbanew.com